A couple of months ago, an opinion article in the Los Angeles Times spurred a discussion about the use of incentives and rewards in the market research space. As a result, both the AAPOR and the ASA made a formal statement recognizing the value of incentives as a tool for encouraging people to respond to surveys. Among other points, they said that incentives pay for themselves in the long run AND improve response rates.
We’ve seen this first-hand in our work with market research....